Crunch Time with Walkers and the Lionesses
CRISPS brand Walkers is building its support of Women’s Football with its new campaign for the UEFA Women’s Euro 2025 competition.
Helping retailers to build on the nation’s football fever, the new campaign features eye-catching packs of Walkers Crisps with illustrations of two of the women’s team’s biggest stars – with Leah Williamson on packs of Walkers Ready Salted and Lauren James featuring across Walkers Cheese & Onion.
Further to this, Walkers will also drum up excitement for the tournament with a nationwide out-of-home campaign using the Walkers crisp to help create playful football graphics.
This will take the shape of a personalised social and digital media plan and print media placements to help create exciting content as the tournament progresses.
The brand’s ‘No Walkers, No Game’ ad, which features both James and Williamson, will also feature prominently across ITV’s coverage of the tournament as it reaches its final.
The advert sees the pair search for somewhere to watch the game, surprising fans across a range of different venues. The one condition for them staying to watch the game; the venue must serve Walkers Crisps, emphasising the brand’s message that there is no substitute for Walkers when the football is on.
The campaign is also supported by point-of-sale materials to ensure retailers can get in on the fun as well, help keep the brand front of mind during the competition and encourage shoppers to pick up their favourite flavour ahead of the game.
A spokesperson for PepsiCo, parent firm to Walkers, said: “Walkers, a proud partner of the UEFA Women’s Euro 2025, is helping retailers to build on the nation’s football fever as we enter the tournament’s knockout stages with the continuation of its biggest ever Women’s football campaign, partnering with the two of the game’s biggest stars for a full 360 campaign.”
